They don't even try to masquerade it.
> Users like visiting websites that are expensive to create and maintain, but they often want or need to do it without paying directly. These websites fund themselves with ads, but the advertisers can only afford to pay for humans to see the ads, rather than robots. This creates a need for human users to prove to websites that they're human, sometimes through tasks like challenges or logins.
I find it quite cute that they start with "users" as if it's a user demand but in the next sentence switch to "advertisers" --- the real target population.
Some examples of scenarios where users depend on client trust include:
1. Users like visiting websites that are expensive to create and maintain, but they often want or need to do it without paying directly. These websites fund themselves with ads, but the advertisers can only afford to pay for humans to see the ads, rather than robots. This creates a need for human users to prove to websites that they're human, sometimes through tasks like challenges or logins.
2. Users want to know they are interacting with real people on social websites but bad actors often want to promote posts with fake engagement (for example, to promote products, or make a news story seem more important). Websites can only show users what content is popular with real people if websites are able to know the difference between a trusted and untrusted environment.
Not written in item two: And the people paying to promote the posts funding these sites want to know the promotions are landing on real consumers' screens.